INTEGRATE YOUR CONTENT, CONTEXT, AND INFRASTRUCTURES

 A firm differentiates itself from its competitors if it can be unique at something that is valuable to buyers (Porter)  Integrating content (what to offer), context (how to offer), and infrastructure (enabler) of our offers to customers (Hermawan)

 Feature  Performance  Design

 Fast  Easy  Delivery Time  Empathy

 Channel Coverage  Selling  Customer Service

 Capability  works  Skill

 Logo  Brand Identity  Association  Character  Celebrity Endorser

 The tangible part of differentiation, usually the main offering to customer  Ayam Goreng Pemuda  Google  Laurier

 How to offer our value differently from competitors?  Food festival in Pakuwon (family recreation while dining)  Starbucks Café  David Beckham  Oreo

 Technology  BCA, Gilette  HRM  Pizza Hut, Blue bird, Singapore Airlines  Facilities

 Bring excellent value to customer  Isuzu  fuel efficient  cost saving  Yakult  fermented milk  healthy  Our company’s advantages must be better than competitor  Extra Joss  Komix  Hard to imitate  Fit activity system

 Simple  Meaningful  Focus

 Focus to core differentiation  Pepsodent Triple Action, Herbal cooling, sikat gigi Pepsodent Family, Unpack, JR Peet, JR Arms, electra  Be consistent  Carrefour, always competitive prices  Ritz Carlton, the finest personal service and facilities throughout the world  Evolve your differentiation  Rinso as a market leader, keep innovating their product